New AIS branding to fit with new direction for high performance sport
The Australian Institute of Sport (AIS) has launched new branding that aligns more closely with its new strategic direction focused on innovation and bold performance targets.
Australian Sports Commission (ASC) Chair John Wylie said the new brand positioning represents a generational shift for high performance sport in Australia as we set our sights on international success over the next decade.
Wylie explained "the AIS has had a proud history in Australian sport since 1981 and the previous logo signifies all that success during the last 33 years.
"We want to ensure the AIS brand reflects how we operate in 2014 and into the future.
"This new brand will be an important springboard for enhanced commercial partnerships and opportunities for the AIS, which in turn will benefit sports and athletes."
ASC Chief Executive Simon Hollingsworth said the decision to adopt a new brand followed extensive research, adding "research and consultation confirmed the AIS is very well known and highly respected as an institution for sporting excellence.
"However, what the analysis did tell us was the current brand was not contemporary, and lacked relevance for our key stakeholders, including potential sponsors and commercial partners.
"As an ex-AIS athlete, I value our history as much as anyone, and we should look to the past with great pride and harness our learnings for the future.
"This new brand takes us into a new age for Australian high performance sport. The new positioning will effectively support Australia's Winning Edge and will I hope, inspire many young Australian athletes."
The new AIS brand logo (top) replaces the current logo from 1981.
Australia's world champion BMX athlete Caroline Buchanan said she was very excited by what the new AIS brand meant for Australian sport.
Buchanan stated "the new brand is modern, innovative and bold and that's how I like to approach my training and sport.
"Sport on the world stage is becoming increasingly tough and competitive so we continually challenge our methods and processes to ensure we have that winning edge.
"Visually it reflects movement and an open approach with the gold colour reflecting our aspirations."
Co-founder of high performance compression garments supplier 2XU Aidan Clarke said as a long-standing performance partner of the AIS, said he was delighted with the striking new branding, concluding "its strength reiterates the AIS' steadfast commitment to transform itself and remain relevant and captivating in an ever changing, always competitive industry.
"For commercial partners like 2XU, the new brand offers a modern and highly recognisable platform from which to base collaborative ventures and campaigns in the shared pursuit of excellence.
"We look forward to working with the AIS through this next brand chapter."
For more information go to www.ausport.gov.au/news/ais_news/story_564006_ais_launches_new_brand_to_fit_new_direction
Asking a small favour
We hope that you value the news that we publish so while you're here can we ask for your support?
The news we publish at www.ausleisure.com.au is independent, credible (we hope) and free for you to access, with no pay walls and no annoying pop-up ads.
However, as an independent publisher, can we ask for you to support us by subscribing to the printed Australasian Leisure Management magazine - if you don't already do so.
Published bi-monthly since 1997, the printed Australasian Leisure Management differs from this website in that it publishes longer, in-depth and analytical features covering aquatics, attractions, entertainment, events, fitness, parks, recreation, sport, tourism and venues management.
Subscriptions cost just $90 a year.
Click here to subscribe.
The Complete Guide to Leisure Industry Products & Services.
Hidroplay welcomes you to the exciting world of children's Playscapes, waterslide's and Water Attractions. Appealing to families, Hidroplay increases patronage in your facility during those…read more
At easyemployer we've come up with a software solution that manages one of your most important, and often most costly, business resources - your staff. We are helping 100s of clients to…read more
Gunnebo is a global provider of security and access control solutions and services with sales companies in 31 countries in Europe, the Middle East, Africa, Asia, the Americas and Australia.…read more
Goplay designs and manufactures specialised playground equipment for indoor play centres, hotels, food chains, clubs and resorts. If our years of experience and dedication have taught us one thing,…read more
AQUASPIN™ - Aqua Cycling Aquaspin™’s sessions have been specially designed by our Master Trainer to be challenging yet fun group cycling sessions. Each session is tailored to…read more
Established in 1994, Ceramic Solutions has excelled at the supply and installation of swimming pool tiles and equipment for the pool and leisure industry, with a focus on the needs of end-users. …read more
Sports Padding At Rae-Line we manufacture high quality sports padding, gym mats, foam mats and protective padding, suitable for a range of different facilities. Our sports padding is…read more
get listed with our suppliers directory
Get your business noticed in our targeted directory. Viewed by 10,000 industry professionals per week!